The Overview

Founded in 1987, Big Mountain Foods makes natural vegan products out of real and fresh ingredients. The Vancouver-based manufacturer has been a supermarket mainstay since its inception due to the quality of its plant-based products. Coming from four generations of entrepreneurial women, Big Mountain Foods also prides itself on being entirely female-owned and having a 90 per cent female immigrant workforce.

With new brands entering the plant-based space, the company was ready to expand its capacity and execute its vision to be the leader in clean eating while continuing to innovate allergen-free, clean-label products with ingredients its customers know and love.

From March 8 to April 19, 2021, Coldwater Communications executed an earned media campaign to generate awareness of Big Mountain Foods’ female founders and its new facility in conjunction with International Women’s Day. Media outreach involved press releases to Canadian and US media as well as targeted media pitching.

The Work

  • Developed pitches that focused on Big Mountain Foods’ recent expansion to the Delta facility as well as women in leadership, an immigrant workforce, plant-based foods, allergen-free products, and U.S. presence in partnership with Kroger
  • Targeted a total of 242 reporters across Canada and the U.S.
  • Targeted business-, women in business-, immigrant-, and vegan-focused publications across print, digital, radio, blogs and podcast mediums.
  • Disseminated a press release to Canadian media and a press release to U.S media
  • Coordinated interview requests and Q & A sessions between reporters and Big Mountain Foods’ CEO, Kimberly Chamberland and President, Jasmine Chamberland.

The Results

  • Media outreach campaign generated brand awareness and brought public attention to the brand, its founders and the news of its new facility
  • Secured over 170 pieces of press release pick-up and over 10 print, broadcast and online coverage in outlets across Canada and the U.S.
  • Some outlets that covered the story included Retail Insider, Populist, The Georgia Straight, The Beet and Nope, Can’t Eat That Either Blog